NIKE
THE RIVALRY RUN
Ohio State vs. Michigan. Two collegiate titans with a rivalry so fierce it’s like the Hatfields and McCoys. Only with footballs instead of shotguns.
In the week leading up to this showdown, Ohio State students cross out every “M” on campus. Buildings, staircases and probably every book in the library. It’s a guerilla operation.
To match the bubbling underground hate for Michigan, we created an “unsanctioned” Rivalry Run for Ohio State students. It was raw, gritty and had that unmistakable DIY feel.
We designed the course to weave through some of the most iconic sights on campus, packed with highlights, branded moments and enough neon to make you wonder if you were having a seizure.
Speaking of, have you ever tried to ship two tons of neon somewhere? Not exactly easy. They were bubble wrapped more than the president.
The race threw down at 9:34pm, and you might wonder why such an oddly specific time. It was a nod to Bill Bowerman’s quirky meeting times and added to our underground feel.
buckeye bodega
Enrolling for the Rivalry Run was as easy as saying you hate Michigan.
The bodega was a treasure trove of all things Ohio State. Exclusive gear, Rivalry Run swag, and branded moments.
As the event unfolded, there was no denying we were making an impression:
• 3,700 visitors came thru
• 512 accepted the challenge of the Rivalry Run
• 41% of these runners became new Nike members, joining the swoosh family.
The Buckeye Bodega was brought to life in collaboration with the creative minds at Recess Studios.
ROLE
Group Creative Director, Art Director @ N/A Collective
Concept + Storytelling + Creative Direction + Art Direction + Experiential
ABOUT
Burke Lauderdale is a freelance Creative Director, Art Director who believes that without grit there are no pearls.
He hangs his hat in Austin, Texas and works anywhere planes fly.
CONTACT
Always available via burkelauderdale@gmail.com
